At CCNY BIC's Consumer Behavior & Persuasion class, taught by Zontee Hou, Strategist at Convince & , students were tasked with selecting a brand/product of their choice, defining a for that brand/product, analyzing their media behaviors, and detailing their unique path to purchase. In response to this task, I selected Valve Software's Steam Machines, a line of yet-to-be-released dedicated Gaming-Ready PCs intended for the living room. In my final presentation I analyzed a potential audience for this product - Console Gamers - by telling the story of their existing passion for gaming and how the familiar, controller-based entertainment experience of Steam Machines can serve as a bridge into PC Gaming. By targeting these gamers on channels that they engage with exclusively because of their love for gaming, Steam Machines can bridge the awareness gap, drive an interest in the product, allow these gamers to experience it for themselves, and build a path to ongoing loyalty and advocacy. (Content largely voiced over in 12-minute final presentation.)

1. Prepared by Javier Garcia
For CCNY BIC B3002 (Consumer Behavior & Persuasion, Zontee Hou)

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5. Of the American population plays video games.
That’s 187,202,567 people
$24 Billion
59%
worth of video game related sales industry-wide. That’s:
• More than double 2013 US/Canada movie ticket sales
• Approx. 3x Netflix subscription revenue in 2013
Source: 2014 Sales, Demographic and Usage Data, Essential Facts About the Computer
& Video Game Industry. (http://www.theesa.com/facts/pdfs/ESA_EF_2014.pdf)
Of the American population that plays games,
52% are male
48% are female
Disproving the stereotype that most gamers are male
The age of the average American gamer31

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Me

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Online digital media distribution platform for Windows & Mac

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Online digital PC gaming, media and software distribution platform
for Windows, Mac & Linux

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22. 22* Beta version of controller pictured

23. • A large awareness and knowledge gap between the
audience and a potential purchase
• Relying on limited beta-testers and press for initial impressions
on early hardware
• A lack of hands-on experience with the product and the
innovative controller
• Help them understand how it feels, how it works, and how it
fits into their lives
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24. • Gaming/Tech News Sites
• Twitch.TV
• Retail
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Managed by, and frequented by gaming enthusiasts
(Especially the comments sections)

26. • Gaming/Tech News Sites
• Twitch.TV
• Retail
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• Video streaming platform dedicated
to all things video games – from
individual gamer broadcasts to major,
global competitive gaming events
• Embedded applications built into
the latest major gaming consoles
• Launched June 2011 - Less than 3 years old

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• 4th largest driver of traffic on the web
• Attracts more prime time viewers
than MTV, TNT & AMC
• Reaches 45 million viewers a month
Compare to:
• 26.5 million Netflix Subscribers
• 22.3 million cable TV subscribers
• Launched June 2011 - Less than 3 years old

29. • Gaming/Tech News Sites
• Twitch.TV
• Retail
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• Hands-on experience + dialogue with
professionals key to establishing user experience
• Consider foregoing existing big box and
gaming/technology retailers in favor of branded
Steam pop-up shops or dedicated,
• Controlled experience championed by
dedicated professionals and gaming enthusiasts

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33. • Raise expectations of
consumers
• Rely on existing, happy
consumer advocates
• Capture imagination of
potential consumers
• Simplify exploration /
learning process
• Fulfill expectations of
product/service in
satisfying and
delightful manner

34. • Raise expectations of
consumers
• Rely on existing, happy
consumer advocates
• Capture imagination of
potential consumers
• Simplify exploration /
learning process
• Fulfill expectations of
product/service in
satisfying and
delightful manner
Retail / Post-Purchase
Product Usage
Press & Existing User /
Awareness of Brand
Press or Social Web /
Word of Mouth
WOM / Press / Content
Sponsorship
Retail Experience / WOM
Advocate

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